Gaming for Good:Coca-Cola, (RED) Create Mobile Game to Help Deliver an AIDS-Free Generation

Gamers can now do more than rack up points or bragging rights. Thanks to a new mobile game created through a collaboration between Coca-Cola and (RED), they can join the fight to end AIDS.

(THRED), a free-to-play iOS game launching today in the iTunes App Store, gives avid players and casual enthusiasts alike an opportunity to raise awareness and funds to help end mother-to-child transmission of HIV by 2015. It’s the first app to use Apple’s In-App Purchase mechanism to raise money for a cause – in this case the Global Fund to Fight AIDS, Tuberculosis and Malaria – the world's leading financer of programs to fight these three diseases. The game is the product of a multi-year partnership between Coca-Cola and (RED).

Players can buy “power ups” within the game, with all proceeds (excluding taxes) going to the Global Fund to support HIV/AIDS programs in Africa, including treatment to help prevent mother-to-child transmission of HIV.

The game explores a captivating, 3D world of living, dragon-like gateways, vivid colors and shifting walls. An abstract soundscape created by DJ Poet and TOKiMONSTA – and also featuring the Skidka remix of Tiësto and Swanky Tunes’ “Make Some Noise” donated by Tiësto from the DANCE (RED), SAVE LIVES album – adds to the multisensory experience by changing tempo and rhythm during gameplay.

A behind-the-scenes documentary – Making the Game for (RED) presented by Coca-Cola – will air on MTV in Australia, Canada, Mexico and more than 50 countries in Africa. Watch the trailer.